Despite this history, information, and opinions, subliminal advertising is actually ineffective.  This is so for many reasons, including the rarity of subliminal messages actually being used in advertisements.  However, some individuals firmly believe that subliminal advertising is often used.  One well-known example is author Dr. Wilson Bryan Key.  His keen interest is in subliminal messages has prompted many strong opinions regarding this.  Key claims that advertising agents use subliminal urges in almost all of their media and that they always do this in secret.  In addition, he claims that “there is no way in the world they could conceivably admit to this.  They have to deny it, but it's proliferated and become much more sophisticated” (Lev par. 13-14).  Despite Key’s extensive media coverage and broadcasting, his statements are false.  Key’s claims rest upon the questionable assumption that individuals make up a gullible, incredulous society where all people are skeptical of the world around them at all times; his assertions are an unrealistic stretch when compared to solid facts.  According to Zanot, Pincus, and Lamp, Key is not a reliable source:  “...Key’s claims have been dismissed by academic researchers and advertising executives for lack of scientific documentation…” (par. 7).  Here, Zanot, Pincus, and Lamp blatantly calls Key out for his incorrect data and research.  Using this proof from credible scientific studies, one can begin to move on from common misconceptions and assumptions.  Despite the false argument that subliminal advertising is common, these messages remain ineffective.

        Due to these false assumptions, extensive research has been conducted to discover the commonality of subliminal messages in advertisements and other forms of media. According to the article “Subliminal Advertising:  How a Generation Was Fooled,” an individual’s gullibility contributes highly to the belief in frequent subliminal advertisements; they claim that the advertiser’s do not have power over our minds, and individuals should not believe that they do (par. 12).  Basically, what they are describing is the paranoia present in society lately in regards to Key’s public opinions and the general public’s ignorance.  Beyond this is clear data collected in reference to the frequency of subliminal messages in advertising.  The Opposing Viewpoints Research Center claims in their Current Issues magazine that there is too much hype regarding subliminal messages and not enough fact:  “There is no real evidence that subliminal advertising exists, and even less evidence that the messages affect behavior” (par. 12).  Current Issues is simply stating that this type of advertising is similar to a myth.  This should dispel any illusion that society is being bombarded with subliminal advertisements more times than not.  Therefore, the public should not be fretful or apprehensive, as they are not being affected.  Research has proven against recurring and hidden messages.